By Gary Symons
TLL Editor in Chief
Think your product is clever? Innovative? A real brainchild? American Mensa wants to put your smarts to the test—literally.
For the first time in its history, the high IQ society is inviting brands at Licensing Expo 2025 to compete for a chance to win a free Mensa license as part of its newly launched SMART CHOICE Think Tank competition. The contest, running from May 20–22 at the Mandalay Bay Convention Center in Las Vegas, is looking for consumer products and services that exemplify intelligence, innovation, and impact.
“This competition not only showcases the power of our brand but also invites creative minds to collaborate with us in bringing uniquely smart ideas to life,” said John McGill, Director of Strategic Partnerships for American Mensa. “At Mensa, we believe that intelligence can inspire creativity and innovation.”
Here’s how it works: First, prospective partners will book onsite meetings with Mensa executives and an expert panel of judges. Next, in a Shark Tank-style format (minus the teeth, hopefully), contestants will pitch their most intelligent products or services.
The winner will walk away with a two-year license to use the coveted SMART CHOICE seal, a badge Mensa says signals “a thoughtful, informed choice” to consumers.
With over 50,000 members in the U.S. and more than 140,000 globally, American Mensa is open to anyone scoring in the top two per cent of accepted standardized intelligence tests, also known as IQ tests.
Criteria for judging include innovation, impact, originality, and how “smart” the product actually is. Entrants should be prepared to explain where they’d place the SMART CHOICE seal (on packaging, social media, or even tattooed on a robot), and how they’d launch and promote their product.
“It’s exciting to see a brand offer a competition like this at Licensing Expo,” said Maura Regan, President of Licensing International. “It’s invigorating to see brands come together in such a smart way. This type of innovative thinking represents the essence of the licensing industry itself.”
American Mensa’s debut at the Expo underscores the organization’s commitment to expanding its brand through innovative partnerships. With a name synonymous with high IQ, the organization is clearly ready to mix intellectual rigor with marketing savvy.
The SMART CHOICE Think Tank is open for bookings now. Interested parties can contact phersey@litzkypr.com to schedule a meeting. So, is your product Mensa material? Better start thinking smart!
Editor’s note: While the contest is taking place at Licensing Expo 2025, it is independently hosted by American Mensa and is not affiliated with the event’s organizers, the Global Licensing Group.